Celebrity Advertisements | Celebrity | Brand

By: Abu Talib Arihant Singhi Pratik Gupta Rajkumar Pari Vijay Leon

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About Celebrity Advertising History Mechanism and Theories of Celebrity Endorsement Criteria for Choosing a Celebrity Choice of celebrity Objectives of Marketing Communication Positive and Negative impacts Successful Celebrity Endorsements The Way Ahead

A form of advertisement that uses renowned and successful personalities, from various walks of life, to communicate the message to the viewers Popular method of grabbing eyeballs

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High appeal with the brand’s TG Instant Brand Awareness and Recall Celebrity values define, and refresh the brand image Celebrities add new dimensions to the brand image Instant credibility or aspiration PR coverage Convincing clients The scope of a celebrity on the incumbent brand

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Started as early as 1899 Baseball cards were given in cigarette packets (Kodak Cigarettes) Initially in the US, sports personalities were the hottest celebrities in the advertising circuit With the advent of TV, movie stars became popular Leela Chitnis (Lux), the first celebrity endorser in India, followed by Farookh Engineer (Brylcream)

Establishing the product need- Amir Khan and Toyota Innova Creating Brand Recall- Michael Jordan and Nike Setting Customer Expectations- Kareena Kapoor and Lux Creating purchase intention Celebrities in Positive and Negative messages

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Celebrity’s fit with the brand image Celebrity - Target audience match Celebrity’s associated values Cost of acquiring the celebrity Celebrity - Product match Celebrity’s controversy risk Celebrity popularity Celebrity availability Celebrity’s physical attractiveness

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Celebrity credibility Celebrity’s prior endorsements Celebrity’s profession

Earlier, celebrities used to endorse related products Now, the personal traits of the celebrity being leveraged
 Insurance and Sachin Tendulkar  TVS and Dhoni  Bank of Baroda and Rahul Dravid  Timex and Brett Lee  Samsung and Abhinav Bindra

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However celebrities should be used judiciously The value of the celebrity = Value of the brand Endorser should not overpower the brand

Source Credibility Theory
 Sachin Tendulkar and RBS  Salman Khan and a bank!

Source Attractiveness Theory
 Identification and Conditioning

Meaning Transfer Theory
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Encoding Meanings Meaning Transfers Meaning Capture Priyanka Chopra and Scooty Pep

Source-Tellis, Effective Advertising: Understanding When, How, and Why Advertising works

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Helps cut through the clutter Approval of a brand by a star fosters trust, especially for a new product Better brand recall Larger than Life image to the brand; more so with lifestyle and aspirational products Greater number of eyeballs Psychographic and Demographic connect

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At times fail to break the clutter The ‘Vampire Effect’ Lesser number of ‘saleable’ stars these days Confusion among consumers - The Amitabh Bacchhan and Nerolac Story The trials, tribulations and the trauma of the celebrity - Mohd. Azharuddin and Tissot Not a substitute to the story board or idea High Cost Celebrity Trap

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Tabassum (Prestige pressure cookers) Jalal Agha and Shammi Kapoor (Pan Parag) Kapil Dev (Palmolive Shaving Cream) Sunil Gavaskar (Dinesh Suitings) Shah Rukh-Santro and Pepsi Aamir Khan and Coke Aishwarya Rai and Nakshatra Amitabh Bacchan and Cadbury’s

Pepsi and Shaquille O'Neal, Mary J. Blige, Wyclef Jean, and Busta Rhymes Nike Golf Equipment and Tiger Woods Reebok and Kobe Bryant Air Nike and Micheal Jordan HP and Jay Z

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Episodic Teaser Ads Video-cum-Ad Dhak Go)

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Ponds : : : Pepsi Hero Honda (Dhak Amitabh Bacchhan –

Public Message Polio Eradication

Commercials with multiple celebrities :

Royal Stag

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Ads with multiple celebrities Episodic Ads Celebrities outside Cricket and Bollywood

Thank You

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